This campaign was conceived at the beginning of this semester in a meeting with Phil Tuckett and some fellow film students. It began with the question: What do you do? Many of us had agreed a lot of our friends and family see our production related posts on social media but don't really know what we do. We wanted a place where we could see BTS photos and videos and share them with our friend. Likewise, Phil desired social media in order to really highlight the program and up our enrollments as well as target future paying clients. So I began managing DSU Films social media by creating this campaign on multiple platforms.
Likes: Overall, the likes came in two main waves. The first wave was in the beginning of the campaign when I sent out a request to all film friends to like this page. Some accepted but the majority didn't. For the next few weeks, I only had 20-something likes. The second wave, I believe, happened when I began tagging people in photos posted by DSU Films. For the longest time, I thought I wouldn't be able to tag people because it wouldn't let me directly from the page. Once I signed in under myself I realized I could tag people I'm friends with on Facebook. Once I began tagging the likes jumped again. I only wish I would have realized this earlier. (Please click on the images to improve resolution.)
Reach: Although my reach could have done a lot better, I found it encouraging that all of my reach to date has been organic, and not through paid advertising. The biggest peak in reach happened around the end of March. This increase was around the time I discovered the wonderful world of tagging. Most of my post around these dates involved tagging students and Alumni, this probably lead to the post showing up on more feeds. Had I realized I could tag earlier I probably would have been able to receive more page likes. Most of the tags were on post-dated photos that probably wouldn't have turned up in the feeds as much as timely photos. This assumption is based on my very basic knowledge of Facebook's algorithms. (Click images to improve resolution.)
Page Views (Visitors): This portion of the metrics is the most fascinating to me because the data isn't present until March 21st, nearly 2 months after I started the page. I'm not sure if facebook didn't count page views until it reached the magic number of likes, or if people mysteriously liked the page without ever visiting it. All in all the numbers aren't great. The page only generated between 1 and 7 views in the given time intervals. (Click images to improve resolution.)
Posts: There were many variables in the types of posts I choose to post, so it's hard to say which types were the best right now. Surprisingly, the videos got the least reach and engagement which is funny because the videos are our medium as film students. It seems like the posts that did well either had someone tagged in them in a timely manner, or had multiple photos, an album that users had to click through. Although I only shared one post that was from an outside source, it seems like that got the least engagement. I'm assuming this is because users would have to click to an external site to view the video. I really tried to create posts at different times of the day to enable the most user engagement, also to test the waters of the best time to post. (Click images to improve resolution.)
People: I was probably least surprised by the people metrics. 78% of fans were men and 22% were women. This is a pretty accurate representation of not only our program but our industry, which is predominantly male. The top 3 countries were the United States, Hong Kong (which is apparently a country according to facebook.) and Australia. All of these locations make sense because one of our more popular students is from Hong Kong, and my family is from Australia. (Click images to improve resolution.)
Self-Evaluation: I believe this campaign has the potential to do more, much more. I think my biggest hindrance was not posting enough compelling content and not inviting enough engagement in posts. Moving forward I really want to get all of the film students to like this page, I'd also encourage them to invite their friends to like this page. I am proud of the amount of original content produced. Everything, with the exception of one post, was created by DSU Films. When I was planning posts I would always try to think of pages that I enjoy following. These pages tend to be ones with original content, not just curated shares from across the web. I really tried to make my focus original content. This is why I went through the old drives to find BTS photos and video that could be presented. I also tried to group content. For instance, I made a series called "Camera Operator Faces." These camera operator pictures wouldn't have been interesting by themselves, but when they are juxtaposed they are pretty funny. Moving forward, I'd like to post content that encourages people to comment and share. Maybe this means tagging more students, maybe this means sharing facts and opinions about filmmaking, maybe this means asking questions. I know the best way to achieve reach is through genuine audience engagement, not just paid likes.
Post Examples as always, click to view them in the correct resolution.
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